Vowel sequences in Old Japanese: from a corpus-based approach

A Contrastive Corpus-based Analysis of Rhetoric in Asian, American, and European Low-Cost Carriers' Slogans Ramsey S. Ferrer Philippine State College of Aeronautics De La Salle University-Manila ferrer.ramsey@gmail.com Abstract The COVID-19 pandemic has drastically affected various industries, and aviation is the hardest hit (Suau-Sanchez et al., 2020). This predicament has turned all flyers across the globe into flying a low-cost carrier (henceforth, LCC) for pragmatic reasons. Attracting airline customers in a competitive market during this extra challenging time is inextricably linked to the strategic manipulation of linguistic resources in airline slogans. However, there has been a scarcity of contrastive analysis of rhetorical and linguistic devices used in LCCs' slogans that promote their global and local identities ascribed to airlines' culture and belief systems. Juxtaposed from McQuarrie and Mick (1996), Nilsen & Nilsen (1978, 1979), and Praba's (2017) theoretical and analytical frameworks, this study takes a corpus-based approach to analyze the rhetorical figures and linguistic devices operating in thirty (30) LCCs' slogans as represented in the three traffic conference areas which were ranked World's Best LCCs (2019-2021) by Skytrax. Findings reveal that many rhetorical figures and linguistic devices are employed in LCCs' slogans through phonetic, syntactic, and semantic devices. Moreover, these linguistic devices co- construct the overall rhetorical appeal of the slogans may have influenced passengers' airline choices during the pandemic. The study likewise reveals socio-cultural embeddings inferred from the airline slogans. Therefore, it can be construed that airline slogans lend awareness to sociocultural nuances framed in American, European, and Asian LCCs through the rhetorical and linguistic resources that aid in making their global and local presence and thus their identity concerns during the pandemic. Introduction The world witnessed the wrath of COVID-19 and how it has posed a global risk to health and economies since 2019. As of February 6, 2022, there are 414 million confirmed cases and more than 5 million fatalities related to COVID-19 (Worldometer, 2022). This pandemic has drastically affected various industries. The impact is undeniably remarkable in millions of entities (e.g., passengers, employees, companies, etc.) falling into poverty and recession. Across all industries, the aviation sector is among the hardest hit (Suau-Sanchez et al., 2020), which is seen in airline companies' predicament to survive while maintaining their credibility in a competitive market during this extra challenging time. In addition, a dwindling number of passengers has led airline companies to halt and cease almost all their operations (Sun et al., 2020a). While this difficulty has posed challenges to various legacy airline companies, it has turned all flyers across the globe into flying a low-cost carrier (henceforth, LCC) for pragmatic reasons, which put a premium on LCCs as their airline choice. Moreover, competition has been observed in how LCCs survive while attracting customers continuously in this unprecedented period. Attracting airline customers is inextricably linked to the strategic manipulation of rhetorical devices and other linguistic resources in airline branding, trademarks, and identities that promote the credibility and resilience of LCCs. One tangible marketing strategy to attract customers with various linguistic …

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